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AbstractMany factors influence consumers' perceptions and purchasing decisions, with product labelling forming the primary means of communication. The extent to which labels should contain information about traceability is debated. Whilst traceability is an important tool used by food business organisations and regulators in assuring food safety, other drivers for information about traceability are less well understood. This paper reviews the issues related to drivers for traceability from a consumer perspective, and evaluates country-of-origin labelling (COOL), enabling technologies and food fraud as potentially significant drivers in consumer requirements for information. The implications for risk assessment, systems implementation and communications about traceability are also considered.